Perfect AdWords Optimisation

Perfect AdWords Optimisation

Written by Anthony Godley, Director at Synergy Media – 2017

 

Stages Explained

 

StageDetail
Technical Optimisation

Targets

What are the targets you are trying to achieve? Once targets have been identified you can start to predict possible cost per click, conversion costs and performances using the various tools available,
Technical Optimisation

Ad Groups

Plan the Ad Groups you want to run within your campaign. Each Ad Group should have relevant keyword targets, relevant to your landing pages, targets and overall objectives.
Technical Optimisation

Auto Tagging

Ensuring you enable Auto Tagging will further ensure the gclid (Google tracking parameter) will efficiently send accurate data between Google Adwords and Google Analytics.
Technical Optimisation

Rotation

Try not to use the “optimise for clicks” option, as this is only the case level option only to be used at a beginner’s level. Rotate Indefinitely will allow all your ads to get equal opportunities ensuring CTR (CLICK THROUGH RATE) is more meaningful.
Technical Optimisation

Placement Exclusions

Placement Exclusions allow you to remove locations that your advert might appear within the Google Display Network. Placing adverts in locations and applications irrelevant to your brand, product or objective is a highly wasteful exercise. Optimising Exclusions will ensure budget is consumed by relevant, high target clicks.
AdGroup Optimisation

Devices

Analyse performance across all devices (desktop/mobile/tablet), and compare performance. If one of performing less than the others, run the Exclusion module, negative keyword module and consider optimising your various landing pages. Improve the focus on the higher performing devices.
AdGroup Optimisation

Search Partners

Consider whether you want to use Search Partners which will provide clicks from outside of Google. Some search partners may not be providing reasonable CTR and can be excluded. If Search Partners is performing significantly lower than Google, you may want to pause search partners all together.
AdGroup Optimisation

Lost IS (Budget)

The Search Lost IS (Budget) column will show the amount of impressions lost to budget restrictions across the various Ads, Ad Groups and Campaigns. Budgets can be increased on the more important ad groups and lowered on the less important ad groups to ensure the more relevant clicks are coming through.
AdGroup Optimisation

Dimensions

Campaigns require constant monitoring. Each hour, a report should be considered; metrics compared against the previous hour and tweaked accordingly using the various modules and stages discussed. Dimensions will also allow you to track budget spend per hour across all the ads and ad groups, showing depleted budgets and allowing budget tweaks to take effect. This allows for precision optimisation such as decreasing bids that are not performing and increasing efficiency.
AdGroup Optimisation

Accelerated VS Standard

Standard Delivery will spread budget evenly across the day.

Accelerated Delivery will increase bids to ensure and process budget quicker, which can be considered for Ads needing to run at certain times or that need more exposure at specific times.

AdGroup Optimisation

Lost IS (Rank)

All Adverts are based on Ad Score. The Lost IS (RANK) column will show Ads and Groups that are losing impressions due to low ad score. These, if relevant should be optimised for a higher ad score. If budget is being depleted by lesser importance or poor performing groups, pausing and transferring budget can be considered.
Ad Level Optimisation

A/B Testing

A very important phase. Create Two identical landing pages, and run various ad groups against the pages. By monitoring success, you can select the right keywords to represent the selected landing page ensuring maximum efficiency. The remaining keywords can be moved to the next a/b testing phase. A/b testing is a valuable source of research and optimisation. If statistical significant is not achieved drastic alterations, keyword changes and usability/content changes can be utilised. Consider heat mapping.
Ad Level Optimisation

Advert Tweaking

Usability, user experience and content are extremely important factors in your landing pages. What do you want users to do? See? Action? What data do you want to capture? The design must reflect the expectation and results from a/b testing will allow for landing pages and/or adverts to be tweaked to ensure efficiency.
Keyword Level Optimisation

CTR

As the Quality Score is the deciding factor in how long your ad is shown for, your cost per click and positions it is very important to take care of keywords with low CTR (Click Through Rates). Low CTR will effect your Score Quality. If people are not clicking your ad, then your ad is not valuable to Google and Google will show your ad less. So optimising keywords for CTR is important.
Keyword Level Optimisation

Negative Keywords

You will find clicks and budget consumed by keywords or phrases not entirely relevant to the ad group or campaign. This in turn will lower conversion rate the click capture will need not be relevant. Add those keywords or phrases to Negative Keywords means your ads will not show up under those words, improving CTR, relevancy and efficiency.
Keyword Level Optimisation

Positioning

Regularly check your highest performing keywords. If your CPA (Cost of Acquisition) is higher than your target CPA then action needs to be taken. There is no point paying for top position if that top position is causing an overall loss of revenue. Lower bids and check performance. If your CPA is lower than your target, you can reverse this method, increase the bids under those terms and monitor

 

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